Instagram has partnered with Time Out to host a two-day virtual live-streamed festival designed to support small independent retailers.
The virtual festival, running from July 9 through July 10, will be streamed via Instagram Live promoting businesses in both New York City and London.
Viewers will be encouraged to purchase gift cards, food orders and give donations which will go to charities including Robin Hood in the US and Hospitality Action in the UK.
Businesses from each city will be provided with a platform to showcase their business, hosting events like cooking classes, cocktail making tutorials, garden tours and cultural exhibitions.
The festival will be livestreamed exclusively on Time Out New York and Time Out London’s Instagram pages and a full line-up can be seen here.
“Small businesses are the heart of the Instagram community and now, more than ever, people should support the businesses they love,” Instagram’s director of fashion partnerships Eva Chen said.
“We’re thrilled to work with Time Out to feature some of our favorites in Experience:NYC and Experience:LDN. These businesses have come together these last few months to uplift their communities and are an inspiration to everyone.”
Time Out’s chief marketing officer Sumindi Peiris added: “For over 50 years we have been seeking out the best of city life. We believe that local, independent businesses are what makes our cities so unique and help create memorable cultural experiences.
“We are thrilled to collaborate with Instagram, another consumer-loved brand that connects people with what they are passionate about to support our Love Local campaign. They make an ideal partner to help us spotlight and amplify the beloved local businesses in our community that have uplifted and united neighborhoods during these tough times.”